网络直播购物对大学生非理性消费行为的影响

近年来，随着网络通信的快速发展，网络直播购物的普及，很多大学生缺乏财务素养和理财技能，更容易受到网络直播的影响，导致大学生进行非理性消费。本研究选取一高校的学生作为研究对象，研究大学生在日常生活中网络直播购物对非理性消费行为的主要因素，运用问卷调查法的定量研究方法，分析当代大学生对网络直播购物非理性消费的三个假设。通过研究表明，精准推送激发消费欲望正向影响大学生的非理性消费行为；缩短决策时间过程正向影响大学生的非理性消费行为；电子支付降低成本感知正向影响大学生的非理性消费行为，并提出相关建议。

關鍵字

网络直播；大学生；非理性消费

並列摘要

In recent years, with the rapid development of network communication, online shopping is becoming more and more popular. Many college students lack financial literacy and financial skills, and are more likely to be affected by online broadcast, resulting in irrational consumption of college students. This study selected students from a local university as the research object, studied the main factors of college students' irrational consumption behavior in daily life of online shopping, and analyzed three hypotheses of contemporary college students' irrational consumption of online shopping by using the quantitative research method of questionnaire survey. Through the study, it is shown that accurate push to stimulate consumption desire positively affects college students' irrational consumption behavior; shortening the decision-making time process positively affects college students' irrational consumption behavior; electronic payment to reduce cost perception positively affects college students' irrational consumption behavior, and put forward relevant suggestions.

並列關鍵字

Online Broadcast ； College Students ； Irrational Consumption

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网络直播购物对大学生非理性消费行为的影响

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